How searchable is your business? Think Inbound Marketing!

In today’s world of information overload, how do you standout from the crowd, and get the attention of the people you want to do business with?

The answer can be as simple as, give them (your potential customers or clients) what they are searching for!

What do majority of consumers search for online?

Data, information, content, reviews, articles, facts, opinions, blogs, ebooks, videos, and more.

What steps do you take to decide what to buy or to hire someone?

Whether it’s a new car you want to buy or whether you’re looking for a good financial planner? How do you decide to buy Car A over Car B, and how do you decide on Financial Planner A over Financial Planner B?

Majority of consumers today conduct their initial purchasing research on the internet by searching for information on the things they want to buy or hire.

Note the following research by Kenshoo:

70% of Consumers Researching Cars Turn to Search Engines First

The report also showed:

…..search engines were the number one resource used by consumers looking for automotive information, and Kenshoo said informing shoppers about their options drove engagement….

Like you and me, we are more likely to ask a search engine like Google to help us get the information we want, WHEN we want it.

We are savvy and well informed consumers today. Before we purchase something or hire someone, we like to conduct research, and be in a well informed position to have the best confidence in our decision to actually buy or hire.

When we buy a product like a car we like to learn about it’s features, benefits, safety options, technical specifications, and watch a video of the car being test driven around.

Our decision to buy or hire is significantly influenced by other consumer’s opinions and reviews as well.

Everything you search online brings up CONTENT. Content is the information about you, your brand, your business and your products.

So if your car company has minimal or no online content, how can consumers read or research about your cars if you are NOT searchable by search engines?

You have just missed out on a sales opportunity, and the potential consumers are heading straight to your competitor who provides helpful, useful and relevant content regularly that can be easily found by search engines.

Simply, the more content you have, the higher the chances of your content getting found by the search engines which in turn pushes up your search rankings. The higher your search rankings, the greater the opportunity of potential customers finding you on the first page of search results.

As the Kenshoo research states:

Search is the #1 resource used by today’s digital driver.

How does Inbound Marketing help your business become online search friendly?

The strategy of attracting the people who want to know more about you or your product by providing relevant content is known as INBOUND MARKETING.

It’s about drawing the potential consumers to you because you offer information or content on the things people WANT to know more of at the time they want.

It is the opposite of traditional marketing where it is all Outbound.

Outbound Marketing is more about disturbing people with information randomly, hoping the consumer is looking for exactly their product or service at the exact time the business bombards them with spammy emails or annoying phone calls during precious family time.

Inbound-vs-Outbound-Marketing

Inbound vs Outbound Marketing

If you are not in the market to purchase Product A, who would enjoy receiving a phone call during quality family dinner time from tele-marketers asking whether you would be interested in buying their product?

Inbound Marketing is CLIENT CENTRIC. Outbound Marketing (Traditional) is MARKETER CENTRIC.

Inbound Marketing should be a strategy more businesses implement in their overall digital marketing strategy. It is a mainstream business development tool, and businesses should include effective digital marketing strategies to connect with more digital consumers.

Watch Video: What is Inbound Marketing?

About the Author:

Jenny Lee-Koksal
Freelance Digital Marketer - Love all things DIGIAL | ONLINE | SOCIAL. I currently help Australian small businesses and solo entrepreneurs who understand the need to go digital but simply lack the time and the knowledge to do so. I become part of your business and assist where I can with your digital marketing needs.

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WHAT IS INBOUND MARKETING?

Inbound Marketing is marketing focused on getting found by customers. It’s customer-focused. It’s helpful. Inbound is about being a part of the conversation. Being a part of that conversation means sharing helpful, relevant content with the world. It’s about drawing people in -- that’s why it’s called Inbound, after all. And most of all, it’s about creating marketing that people love.

ATTRACT PROSPECTS

Starting at the beginning, you’ll need to attract strangers to your site, turning them into visitors to becoming prospects. Some of the most important tools to attract new users are blogging, optimising your website, and social media. In today’s world, buyers have all the power. What about the last time you made a purchase? Did you call up sales asking to buy? Or did you hop online and do some research?

NURTURE INTO LEADS

Once you’ve attracted new visitors, the next step is to nurture some of them into leads by gathering their contact information, and in return for content engagement and education. Things like eBooks, Whitepapers, videos, blog posts, SlideShares and more. Whatever information or content would be interesting, useful and valuable to your prospects. One of education and empowerment.

CONVERT TO CUSTOMERS

Now that you’ve attracted the right visitors and nurtured the right leads with engaging content, it’s time to transform those leads into customers. In the Close stage (converting leads into customers or clients) tools like email and a Customer Relationship Management system (CRM) can be used to help sell to the right leads at the right time. Knowing who your Buyer Personas helps with the conversion.

ENGAGE WITH INTIMACY

Inbound is all about providing remarkable content to your users, whether they’re visitors, leads, or existing customers. Just because someone is already a customer doesn’t mean that you can forget about them! Inbound companies continue to delight and engage their customer base, turning them into happy promoters of the products and services they love. It's about creating marketing people love.